Consumer Search and Prices in the Automobile Market

• 成果类型: Article
• 署名作者: Moraga-Gonzalez, Jose Luis; Sandor, Zsolt; Wildenbeest, Matthijs R.
• 署名单位: Vrije Universiteit Amsterdam; Tinbergen Institute; IMT - Institut Mines-Telecom; Institut Polytechnique de Paris; Telecom Paris; Centre for Economic Policy Research - UK; Leibniz Association; Ifo Institut; Sapientia Hungarian University of Transylvania; Babes Bolyai University from Cluj; University of Arizona
• 刊物名称: REVIEW OF ECONOMIC STUDIES
• ISSN/ISSBN: 0034-6527
• DOI: 10.1093/restud/rdac047
• 发表日期: 2023
• 页码: 1394-1440
• 关键词: product differentiation; demand systems; COSTS; models; COMPETITION; equilibrium; INFORMATION; benefits; BEHAVIOR; DESIGN

摘要

This article develops a discrete choice model of demand with optimal sequential consumer search. Consumers first choose a product to search; then, once they learn the utility they get from the searched product, they choose whether to buy it or to keep searching. We characterize the search problem as a standard discrete choice problem and propose a parametric search cost distribution that generates closed-form expressions for the probability of purchasing a product. We propose a method to estimate the model that supplements aggregate product data with individual-specific data which allows for the separate identification of search costs and preferences. We estimate the model using data from the automobile industry and find that search costs have non-trivial implications for elasticities and markups. We study the effects of exclusive dealing regulation and find that firms benefit at the expense of consumers, who face higher search costs and higher prices than would be the case if multi-brand dealerships were used.